Package redesign can be tricky, especially for an iconic brand like Campbell's, who's packaging has been featured in famous works of art and burned in our self-conscious.
This new packaging for tetra packs of broth really stands out on shelf with prominent branding at the top of the pack, large food photos with color links to the variety and especially the flavour descriptor bands that use simple chicken & beef icons to help the shopping process.
Sometimes we are too focused on promotions, advertising and brand activation and forget about where most products hit the shopping basket: at the shelf edge. This example shows us how to put our best foot forward on shelf.